WHOSE PRIME TO GRAB THE ADVERTISING SPOTLIGHT IN THE NHL?
The Red Wings' Sergei Fedorov will soon be one of Nike's
national spokespersons, according to Rani Cher of the DETROIT
FREE PRESS. Fedorov will be involved in promoting items for
Nike's new division, Canstar Sports, which owns both the Bauer
and Cooper brands. Although "few hockey players" have the kind
of national exposure Fedorov's deal will bring, marketers "are
jumping at the chance to be involved" with hockey largely because
of its "huge following among young men, age 18 to 34." Fox
Sports Exec VP/ Marketing Tracy Dolgin sees a "window of
opportunity" with the NHL "that has never been seen before."
Keith Helfrich, and ad exec for Dodge, says the NHL is "up and
coming": "Now it is more regional, but it promises to become a
national sport." But Cher writes, although hockey "is catching
on, the rub off has not made it to Madison Avenue," as the top
players have not generated the endorsement deals of stars from
other leagues (DETROIT FREE PRESS, 6/22).